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亿佰拓 房地产品类的创新突围

项目背景：

2017年，房地产行业集中度持续提升，企业发展格局发生新变化。大型房企业绩高速增长，市场占有率越来越高。行业分化加剧，兼并重组成为一种趋势。同时，行业进入发展新周期，房地产行业的业务模式和服务方式亟待重构，品牌企业通过全产业链的复合布局保持规模增长。中型房企在复杂的竞争环境下分化趋势愈加明显，行业加速迈向寡头竞争时代。对于开发企业来说，一方面要继续把握增量市场空间，深耕重点都市圈及城市群，关注不同城市发展进程，把握重点和潜力城市发展规律，扩大自身规模。同时，可积极发展租赁、产业地产和文化等领域，通过开发主业与新业务的协同发展，为企业可持续发展提供长期驱动力。另一方面，企业可大力挖掘存量资产运营价值，借助产品创新促进居民消费升级，提高开发主业服务附加值。通过业务模式和服务方式的变革和创新，保持企业持续稳健发展。

Background of the project：

In 2017, the concentration of the real estate industry continued to increase, and new changes have taken place in the development pattern of enterprises. The performance of large-scale housing enterprises is growing rapidly, and the market share is getting higher and higher. Industry differentiation intensifies, mergers and acquisitions constitute a trend. At the same time, the industry has entered a new development cycle. The business model and service mode of the real estate industry need to be reconstructed urgently. Brand enterprises maintain scale growth through the complex layout of the whole industry chain. In the complex competitive environment, the differentiation trend of medium-sized Housing enterprises is becoming more and more obvious, and the industry is accelerating towards an era of oligopoly competition. For development enterprises, on the one hand, they should continue to grasp the incremental market space, cultivate key metropolitan areas and urban agglomerations, pay attention to the development process of different cities, grasp the development law of key and potential cities, and expand their scale. At the same time, we can actively develop leasing, industrial real estate and culture, and provide long-term driving force for the sustainable development of enterprises by developing the coordinated development of major industries and new businesses. On the other hand, enterprises can vigorously tap the operational value of stock assets, promote the upgrading of residents'consumption by product innovation, and improve the added value of developing main services. Through the transformation and innovation of business model and service mode, we can maintain the sustained and steady development of enterprises.

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洞见：

据有关人士分析，2017年北京、广州、深圳一线城市新增项目数量会趋于放缓，回归中速发展。而“新一线”城市，如苏州、杭州、西安、武汉等城市的商业项目会继续出现较大的增长幅度，南京、青岛、宁波这些城市的新增供应量也会有小幅度增长。而这些城市持续保持强劲增长，极有可能成为商业地产下一个爆发市场。城镇化进程还在推进，2020年前常住人口的城镇化率要达到60%左右，也就是说预计还有大约4200万人将在未来4年内完成城镇化。2017年，在三四线城市带动下全国商品房销售面积再创新高，品牌房企借势壮大规模，销售业绩保持增长。1-11月，20家品牌房企累计销售额达到34121亿元，较去年同期提高47.8%，销售面积26065万平方米，同比增长34.8%。

Insight：

According to the analysis of relevant people, the number of new projects in the first-tier cities of Beijing, Guangzhou and Shenzhen will tend to slow down in 2017 and return to medium-speed development. The commercial projects of "new front" cities, such as Suzhou, Hangzhou, Xi'an and Wuhan, will continue to increase by a large margin, while the new supply of Nanjing, Qingdao and Ningbo will also increase by a small margin. And these cities continue to maintain strong growth, is likely to become the next burst of commercial real estate market. The process of urbanization is still advancing. By 2020, the urbanization rate of the permanent population will reach about 60%. That is to say, about 42 million people are expected to complete urbanization in the next four years. In 2017, driven by the third and fourth-tier cities, the sales area of commercial housing in the whole country reached a new high again. Brand Housing enterprises took advantage of their strong and large-scale strength, and their sales performance maintained growth. From January to November, the total sales of 20 brand Housing enterprises reached 3412.1 billion yuan, 47.8% higher than the same period last year, with sales area of 26065 million square meters, an increase of 34.8% over the same period last year.

解决方案：

“亿佰拓”寓意企业在行业领域内承接的业务份额巨大，说明企业的实力强大。寓意企业不断开拓未来的发展精神。另，“亿”也有安定、安稳之意，寓意企业在开拓市场、发展项目时是以工程安全为守则。因此“亿佰拓”喻指企业以安定、安全为准则，通过一往无前的开拓精神与雄厚实力，累积出无数的财富与广为人赞的口碑，赋予贵司“亿佰安达，拓展无限”的深厚文化底蕴。亿佰拓，包含了强大的媒体思维理念，我们所说的媒体化思维是能在短时间内发动大规模的购买行为，还可以让一个全新的品牌在一夜之间成为亿万潜在客户的老朋友，因为它蕴含着人类文化的原力。人人都是媒体、产品媒体化、媒体产品化，这就是用创意去降低精莺品牌的营销传播成本和潜在客户的选择成本。

Solution：

"Yibaituo" implies that the business share of enterprises in the field of industry is huge, indicating that the strength of enterprises is strong. It implies the spirit of enterprise's continuous development in the future. In addition, "100 million" also has the meaning of stability and stability, implying that enterprises in the development of markets and projects are based on the code of Engineering safety. Therefore, the metaphor of "Yibaituo" refers to an enterprise that takes stability and security as its criterion, accumulates innumerable wealth and widely praised reputation through its unprecedented pioneering spirit and strong strength, and endows your company with profound cultural connotation of "Yibaianda, expanding infinite". Billion Tuo contains a strong media thinking concept. What we call media thinking is that it can launch large-scale purchasing behavior in a short time. It can also make a brand new become an old friend of billions of potential customers overnight, because it contains the force of human culture. Everyone is media, product media, media products, which is to use creativity to reduce the marketing communication cost of Jingying brand and the selection cost of potential customers.